Wineries pay for reservation and ticketing platforms in two ways: a flat monthly subscription, or per-booking and per-ticket fees. Oxto charges wineries $125 a month plus 1.5% per Oxto-sourced reservation. Tock runs $199 to $699 monthly. CellarPass and Eventbrite can start free, with fees passed to the guest.
Two variables decide your real cost: the monthly subscription and the per-booking or per-ticket fee. A third variable matters as much, which is who absorbs that fee. Several platforms add fees on top of the listed price, raising what the guest sees rather than reducing your payout.
- Monthly subscription, ranging from $0 to several hundred dollars
- Per-reservation or per-cover fees charged on bookings
- Per-ticket fees on paid events, often a percentage plus a fixed amount
- Who pays: some fees hit the winery, others get added to the guest’s price
This guide breaks down how Tock, CellarPass, OpenTable, Eventbrite, and Oxto charge wineries, using published or third-party-reported 2026 pricing. Oxto adds one thing the others mostly lack: a discovery marketplace that brings new guests matched by taste, alongside reservations and event ticketing in one system.
What are the fee models?
Winery platforms follow two pricing philosophies: flat monthly subscriptions with low or no per-booking fees, or commission and per-ticket fees with little monthly cost. Subscriptions favor high-volume tasting rooms. Commission models favor occasional events. The table shows how the major platforms charge wineries as of 2026.
| Criteria | Oxto | Tock | CellarPass | OpenTable | Eventbrite |
|---|---|---|---|---|---|
| Monthly fee | $125 | $199 to $699 | $0 to $799 | ~$149 to $499 | $0 |
| Per-booking fee | 1.5% per reservation | No per-cover fee | Tier-dependent | $1 to $1.50 per cover | None on reservations |
| Ticket fee | 1.5% per ticket | 2% on prepaid (Plus) | $1.79 + 3.75% entry tier | Not ticketing-first | ~3.7% + $1.79 per ticket |
| Who pays fees | Winery | Winery | Guest or winery by tier | Winery | Guest by default |
| Built for wineries | Yes | Winery package | Yes, wine-specific | Restaurant-first | General events |
| Brings new guests | Taste-matched marketplace | Resy network | Wine-country directory | Large diner app | Broad event reach |
| Payouts | Your own bank | Separate processing | Separate processing | Separate processing | Via Eventbrite |
Numbers for OpenTable and Tock come from third-party 2026 reports, since those companies do not always publish a simple public grid. CellarPass and Eventbrite publish their fees openly. Treat payment processing as a separate cost on every platform.
What does Tock cost a winery?
Tock charges wineries a flat monthly subscription with no per-cover fees. Third-party 2026 sources report Plus at $199 a month with an added 2% fee on prepaid reservations, and Pro at $699 a month with no prepaid reservation fee. Payment processing is separate.
Tock is the strongest general platform for wine. It was built around prepaid tastings, deposits, and ticketed experiences, which maps to how wineries sell seated tastings and events. It markets a dedicated winery package, and now sits inside the Resy and American Express network, which widens consumer discovery.
The trade-off is the entry price. At $199 to $699 a month, Tock costs more up front than commission-only tools, and it is more restaurant-first than wine-club-first. It is not a DTC or wine-club CRM.
What does CellarPass cost?
CellarPass is the only major platform built specifically for wineries, and its published pricing lets you start free. Its Ticketing plan is $0 a month with a $1.79 plus 3.75% fee per ticket, paid by the guest. Plus is $79 a month, Professional $229, and Enterprise $799 with a 0% reservation transaction fee.
The fee structure is the thing to read closely. On the entry and Plus tiers, the guest absorbs the transaction fee, so it raises the price they see. Professional bills a 2% fee to the winery instead. Enterprise removes the reservation transaction fee entirely for a fixed $799 a month.
CellarPass also runs a consumer directory in wine-country markets like Napa and Sonoma, which brings some discovery. Its consumer brand reach outside wine country is smaller than OpenTable or Resy, and it is less of a full table-management ecosystem.
How does Oxto price reservations and events?
Oxto charges wineries $125 a month plus 1.5% per Oxto-sourced reservation, and guests always book free. Independent hosts and operators join free and pay either $29 a month, or nothing plus a 3% fee per ticket sold. Payouts go to your own bank, and the fee applies only to guests Oxto actually sends you.
The difference from a pure booking tool is discovery. Oxto is a marketplace that brings new guests matched by taste and atmosphere, not only software to manage the guests you already have. It also lists independent hosts and experiences no other platform covers, from sommeliers to chefs and guides.
Reservations and event ticketing live in one system: party sizes, tiered and per-experience pricing, deposits, and split payments. Guest taste intelligence travels with each booking, on Oxto and through an embeddable widget on your own site. Oxto runs on web and iOS.
Do OpenTable and Eventbrite make sense for wineries?
OpenTable and Eventbrite can work for wineries, but neither is built for tasting rooms. OpenTable adds per-cover fees on top of a monthly subscription, with third-party sources reporting roughly $149 to $499 a month as of 2026. Eventbrite is free to publish and charges per paid ticket.
OpenTable is optimized for high-volume restaurant covers and its large diner marketplace, not prepaid tastings, deposits, or wine clubs. Its per-cover fees, reported around $1 to $1.50, scale with volume. A winery restaurant might use it; a tasting room selling paid experiences will find the restaurant framing a poor match.
Eventbrite suits one-off winery events like release parties and ticketed dinners. Multiple 2026 sources report a service fee near 3.7% plus $1.79 per paid ticket, with about 2.9% processing on top, and free events cost nothing. Those fees usually land on the attendee, and there is no tasting-room or wine-club tooling.
Which is cheapest for a small winery?
For a small winery running occasional paid tastings or events, a commission or free-entry model usually costs less than a subscription. CellarPass’s free Ticketing tier and Eventbrite charge only when you sell, though the fee typically lands on the guest. Oxto’s 1.5% per reservation is charged only when the marketplace sends you a new guest, and the winery absorbs it so the guest price stays clean.
As volume climbs, the math flips. A percentage fee like Eventbrite’s grows with every sale, while a flat per-reservation charge or a fixed subscription like Tock’s or CellarPass Enterprise’s stops scaling. Estimate your monthly bookings, then find the crossover point between a percentage and a fixed cost.
Weigh who absorbs the fee alongside the headline price. A free entry tier that adds 3.75% to the guest’s total is not free to the guest, and that can affect conversion. A model where the winery pays keeps the listed price clean for the buyer.
Frequently asked questions
Who pays the reservation fee, the winery or the guest?
It depends on the platform. CellarPass entry tiers and Eventbrite add fees on top of the price, so the guest absorbs them. Higher tiers like Tock Pro and CellarPass Enterprise remove per-transaction fees for a higher fixed cost. Oxto’s 1.5% per reservation comes from the winery’s side, and guests always book free.
Is a subscription or per-ticket model cheaper for a winery?
Subscriptions favor high-volume tasting rooms, because the flat cost spreads across many bookings. Per-ticket and commission models favor wineries running occasional events, since you pay only when you sell. Estimate your monthly booking volume, then compare a flat fee like Tock’s against a percentage like Eventbrite’s to see where the crossover falls.
Do these platforms bring wineries new guests?
Some do more than others. CellarPass runs a wine-country directory, OpenTable and Resy have large consumer apps, and Eventbrite has broad event discovery. Oxto is built as a discovery marketplace that matches new guests to wineries by taste and atmosphere, rather than only managing the guests you already have.
What does Oxto Reserve cost independent hosts and operators?
Independent hosts, sommeliers, chefs, and guides join Oxto and list free. Oxto Reserve for hosts is either $29 a month or $299 a year, or free with a 3% fee per ticket sold. The paid plan reduces ticket and reservation fees to 1.5%, and the annual plan waives both to 0%. Payouts go to the host’s own bank. This covers experiences and event ticketing that most winery-only platforms do not list.
Can one platform handle both tasting reservations and event tickets?
Few do both well. Most event-ticketing tools skip tasting-room reservations, and most reservation tools handle events awkwardly. Tock covers prepaid tastings and events. Oxto combines tasting and experience reservations with event ticketing in one system, including party sizes, tiered pricing, deposits, and split payments, plus guest taste data that travels with each booking.
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